German discounter Aldi has launched its UK online shopping service, selling wine – by the case – for the first time.

In a retail offensive designed to attract new customers and further eat into the sales of the big supermarkets, it is offering more than 90 wines via its new website. The result of a £35m investment, it features online exclusives as well as the bestselling wines already in the shops.

Shoppers will be able to order whether they live near an Aldi or not, although deliveries are not available in Northern Ireland. Delivery is free for orders over £50, but smaller orders will cost £3.

The switch online – announced last autumn – is part of the retailer’s long-term strategy to reach as many shoppers as possible, particularly those who do not live near a store.

Aldi and German rival Lidl, which has yet to move online, have shaken up the supermarket wine market with quality wines from top producers.

Matthew Barnes, chief executiveof Aldi UK, said: “We’re applying our well established Aldi principles of simplicity and efficiency to our new online operation. Starting with wines is a logical first step for us. It’s a standout category for Aldi and often the entry point for customers who haven’t shopped with us before.”

The cheapest box of six bottles on the site is Toro Loco Spanish Rosé for £20.94, while the most expensive offering is a six-bottle case of Champagne Blanc de Blanc 2010 for £119.94.

Barnes went on: “We regularly receive feedback from customers who are astonished by the outstanding quality of our wines and so we’re particularly keen to expand into new parts of the country where we don’t currently have physical stores. Selling online is an important step forward for our business.”